2013
Vincent Konadu Tawiah
Seminar Presentation on
PROMOTION
DECISIONS

INTRODUCTION
Promotion also know as marketing communications
are the means by which firms attempt to inform,
persuade, and remind consumers directly or
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the
case may be.

PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes
of communication
 Advertising
 Sales promotion
 Events and experience
 Public relations and publicity
 Direct marketing
 Interactive marketing
 Word of mouth marketing
 Personal selling

For simplicity and easy analysis the elements has
been grouped into five
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Direct marketing

ADVERTISING
 Any paid form of non personal presentation and
promotion of ideas, goods and services by
identified sponsor.
 TV ad
 Radio ad
 Online ad
 Billboards
 Flyers

PERSONAL SELLING
Face to face interaction with one or more
prospective purchasers for the purpose of making
presentation and answering questions
Person to person
Sales meeting
Sales presentations

SALES PROMOTION
A variety of short-term incentives to
encourage trial or purchase of product
or service for a specific time
Seasonal discount
Reduction sales
Samples
Premiums and gifts
Contests games

PUBLICITY
Programs designed to promote or
protect a company’s image or its
individual products
Press conference
Speeches
Publication
Seminars
Annual reports

DIRECT MARKETING
Communicating directly with and
soliciting response or dialogue from
specific customers and prospects
Mailings
Telemarketing
Fax mail
Voice mails

SELECTING A PROMOTION MIX
 Internal factors: Organizational goals,
mission, vision etc example increasing
market share.
 Available resource

MACRO ENVIRONMENT
• Demographic e.g. age mix, gender social status
• Socio-cultural e.g. beliefs, customs and religion
• Technology e.g. pace of change in the media
• Legal and political e.g. available laws
• Economic

OTHER MARKETING MIX
 Product: type and product life cycle
 Place the distribution channel e.g.
manufacturer to consumer or manufacturer
to intermediary to consumers
 Pricing: penetrating or skimming

DECISION PROCESS
 Identify the target audience: loyal, current,
prospective, deciders or influencers groups or ind.
 Determine objective: awareness or instructions
 Design communications: message, creative, source
 Select channels: personal or non personal
 Establish budget: cost benefit analysis.
 Decide on media mix: TV, Radio, Press
 Measure results

THE DEBATE
In the wake of TV decoders with
many channels does TV adverts
still sells.